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Understanding the impact of recipient identification and discount structure on social coupon sharing: The role of altruism and market mavenism

Authors :
Monika Kukar-Kinney
Hong Yuan
Sara Hanson
Source :
Psychology & Marketing. 38:2102-2121
Publication Year :
2021
Publisher :
Wiley, 2021.

Details

ISSN :
15206793 and 07426046
Volume :
38
Database :
OpenAIRE
Journal :
Psychology & Marketing
Accession number :
edsair.doi...........c18735cf916f08d122a1b9405f372443
Full Text :
https://doi.org/10.1002/mar.21555